The Bridge to Intent - MSU 3/14
Transcript of The Bridge to Intent - MSU 3/14
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THE BRIDGE TO INTENTHow Search Engine Marketing Remains the
Driving Force Behind Digital Marketing
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OV
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@ErikFord
10+ years in multichannel marketing
Founded Entrepreneurship program at University of Tampa
Helped build 2 industry changing marketing startups
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© 2014. ERIK FORD.
Marketing: Yesterday, Today and Tomorrow
CUSTOMER AWARE CUSTOMER-CENTRIC CUSTOMER PREDICTIVE
© 2014. ERIK FORD.
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© 2014. ERIK FORD.
The Digital Marketing Ecosystem
© 2014. ERIK FORD.
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© 2014. ERIK FORD.© 2014. ERIK FORD.Source: K2 - 2020 Foresight by Jordan Rohan of Stifel© 2014. ERIK FORD.
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© 2014. ERIK FORD.
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© 2014. ERIK FORD.
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© 2014. ERIK FORD.
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Vacation Hawaiian vacation 5-Star Resorts Hawaii Four Seasons Resort Hualalai
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Se
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© 2014. ERIK FORD.
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Analytics, Big Data, Attribution
Why you need it: Empowerment to make intelligent decisions on strategy.
TRACKING1
REPORTING2
ACTION3
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The Bow Tie MarketerA
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Most marketing ends here.
© 2014. ERIK FORD.
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E3: The Marketing Effectiveness Lens
EXPERIENCE
EMPOWERMENT
ENDORSEMENT
© 2014. ERIK FORD.
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Closing Remarks
CAREER OPTIONS
Hospitality Brand Side
Software
SILLICON VALLEY TRENDS
Marketing Automation
Predictable Revenue Model
Customer-centric
RECOMMMENDED READING
David OgilvyPhil Kotler
Seth GodinMalcom Gladwell
Chip ConleyMarketo Blog
Agency/Consult
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Pro
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s• Organic search is good for evergreen marketing and predictable
times; paid search is good for competitive periods, and lifting lulls
• Use buy-cycle understanding and differentiation opportunities to target the right audience and offer the right messaging throughout the funnel
• Understand the customer journey• Why would weekend travelers visit this Hampton? What searches key terms
would indicate this?
• What incentivizes someone to stay Thursday night vs go home with their family? Have you surveyed guests or the hotel?
• Differentiate: Offer opportunities others don’t• Before weekend rates jump, what can be done to incentivize Thursday night
business?
• Where are there margin opportunities vs fixed costs to work with?
• Can the Hampton further partner with local business to drive more retention?